Marketing Strategy Of Lvsang Restaurant No.1 In Dalian

Dalian Lvsang restaurant No.1 is the private restaurant in shahekou district of dalian, which provides dalian old food to clients. It is important for Lvsang restaurant No.1 to adopte probable marketing strategy for rapid development in the dalain catering market.The thesis starts with introducing Lvsang restaurant No.1’s basic situation, including organizational structure of the enterprise, personnel structure, marketing situation and existing problems.And illustrates the significance, train of thoughts and method of the present study. Secondly, the thesis analyses Lvsang restaurant No.1’s macroscopic environment,industry environment, and the restaurant with SWOT analysis method. Thirdly, based on age, income and geographical location, market of Lvsang is subdivided and a target market and market positioning is established. The restaurant extends from Golgi road to Xinghai square and Olympic square. High-income families in Shahekou and xigang District is the target customer. The restaurant’s product strategy includes dishes exploit, dishes group, product quality management; pricing strategy is using the high price strategy; channel strategy is to make full use of e-commerce and network marketing; the promotion strategy is to use the network promotion, such as online advertising, store advertising and Wechat advertising. At the end, the thesis propose the safeguard measure in implementation of the market strategy, such as completing organization system, improving service system by details management, strengthening the construction and management of chef, establishing performance evaluation system and incentive measures, and strengthening the construction of restaurant information portals.